What do these companies do differently? They elevate service as a critical enabler of growth. And they over-invest in both traditional and digital capabilities to sustain—and monetize—customer engagement. With sound strategies and strong execution abilities, these leaders show other B2B companies how to achieve through customer experience excellence and help drive revenue growth.

Fifty-seven percent are in the middle, idling in customer experience mediocrity. They lack a sound customer experience strategy and/or the ability to execute well.

The few B2B companies that consistently and significantly outperform their peers stand apart by having both strong strategies and execution capabilities.

Only 23 percent of B2B companies achieve strong returns on their customer experience investments. And almost as many—20 percent—generate low or no return. That means the majority—57 percent—are surviving, but not exactly thriving.

Recommendations

Start from the back… to get to the front
Leaders don’t view service as a separate and final phase of the customer lifecycle. They combine product and service to drive outcome-based growth.

Over-invest in traditional
Leaders invest twice as much as their peers in offline capabilities such as contact centers, field service processes and tools, and legacy CRM systems.

Over-invest in digital
Leaders devote two-thirds of their customer experience budgets to digital. But these investments aren’t made in isolation. Digital augments physical experiences to deliver omni-channel customer experiences that customers notice and value.

Robert Wollan is senior managing director, global lead of Advanced Customer Strategy within Accenture Strategy. His role focuses on shaping and delivering the Accenture front office strategy and technology solutions for marketing, sales, service and analytics functions.

Kevin Quiring is managing director, North America lead for Advanced Customer Strategy within Accenture Strategy. His role focuses on shaping and implementing the front office agenda for customer acquisition, development and retention.

Select your location

We were unable to find a match for \"$searchstring.\" Try searching again by using different or more general keywords and check for spelling errors.

RECOMMENDED CONTENT

FILTER RESULTS

FILTER RESULTS

Connect with our Talent Community

Personalize your Accenture Career search and receive tailored news, insights and job alerts. Join our Talent Connection to learn more about the challenging and rewarding career opportunities offered by Accenture.